The health warning has been launched in the north-east Veneto region and features a drink unique to the area – the "spritz", a mixture of white wine, Campari and a shot of sparkling water.

The adverts will appear on buses, on bill boards and in the women's lavatories of bars, restaurants and nightclubs.

"Having a baby is one of the most important stages in life and it is fundamental for prospective mothers and their families to know how to avoid risks that can compromise the health of the unborn child," said Claudio Dario, the director general of the local health authority.

The advert is in response to findings by the Italian Institute of Health that 65 per cent of women in Italy consume alcohol during their pregnancy.

The Veneto, which includes Venice, has Italy's second highest rate of alcohol consumption, with around 67 per cent of women saying they drink regularly.

In Europe as a whole, one baby in every hundred runs the risk of health problems as a result of its mother drinking during pregnancy, according to the European Alcohol Policy Alliance. It also estimates that up to 79 per cent of women in the UK drink while pregnant.

Drinking alcohol during pregnancy is the leading cause of birth defects and developmental disorders, including low birth weight and heart defects, according to the alliance.

The World Health Organization recommends that pregnant women should avoid drinking alcohol throughout their pregnancy.

Critics said the initiative was in poor taste. The governor of the Veneto region, Luca Zaia, said it ran the risk of giving a “distorted image of women and in particular expecting mothers.”